Title	SUGAR DETOX
Brand	INTERMARCHÉ
Product/Service	INTERMARCHÉ
Category	B11. Launch / Re-launch
Entrant	MARCEL Paris, FRANCE
Idea Creation	MARCEL Paris, FRANCE
Media Placement	ZENITHOPTIMEDIA Paris, FRANCE
Production	KUEST PROD Paris, FRANCE
Production 2	CINQ ETOILES Paris, FRANCE
Additional Company	INTERMARCHé Bondoufle Cedex, FRANCE
Additional Company 2	PRODIGIOUS Paris, FRANCE
Additional Company 3	ASILE Paris, FRANCE

Name	Company	Position
Patricia Chatelain / Sylvie Cole / Mathieu Delcourt / Marie Dos Santos / Lucie Ducos	Intermarché	Advertiser Supervisors
Pascal Nessim / Charles Georges-Picot	Marcel	CEOs
Anne de Maupeou	Marcel Worldwide	Global Executive Creative Director
Dimitri Guerassimov / Fabien Teichner	Marcel	Chief Creative Officers
Antonin Jacquot / Souen Le Van	Marcel	Copywriters
Marie-Océane Scerri / Louis Haffreingue	Marcel	Art Directors
Blandine Mercier	Marcel	Associate Director
Matthieu Morteau	Marcel	Account Manager
Leoda Esteve	Marcel	Strategic Planner
Coraline Moulin	Marcel	Group Manager
Fiona Seror	Marcel	Project Manager
Suzanne Pereira Dias	Marcel	Producer
Patrick Andriot / Patrice Druet / Corine Guedj	Prodigious	Producers
Patrice de Villiers	-	Photographer
Manu G.Cuesta / Edouard Le Scouarnec	Kuest Prod / Cinq Etoiles Productions	Directors
Manu G.Cuesta	Kuest Prod / Cinq Etoiles Productions	Editor
Charly Forin / Pauline Auffret	Kuest Prod / Cinq Etoiles Productions	Production Director / Production Assistant
Johan Comte	Kuest Prod / Cinq Etoiles Productions	Assistant Film Editor / Camera Assistant
François Kergueris	Kuest Prod / Cinq Etoiles Productions	Studio Manager
Irina Novikova	Kuest Prod / Cinq Etoiles Productions	Model
-	Prodigious	Print production company
-	Asile Paris	Retouching

The Campaign

As «Producteur Commerçant», Intermarché is the only mass distribution brand able to change the composition of its products. That is why we worked directly with the Saint-Père-en-Retz’s dairy production unit (and its R&D division) to give life to a new approach. SUGAR DETOX is a 6 steps program that helps people to get used, step by step, to less sugar-filled products. With SUGAR DETOX, we launched a range of products with individual portions and cup after cup declining sugar rate. Cup after cup, we kept the same receipe with a decreasing sugar rate, ending up with a cup that has 50% less sugar than the first one! Step by step, we discover a less sweet recipe, but not a less tasty one. The production lines of our Saint-Père-en-Retz dairy production were adapted to this new product in order to produce 6 different receipes in one affordable pack!

Execution

From the cups to the prints, including the packaging, all the elements of the campaign were created and designed to illustrate the concept of SUGAR DETOX with a panel of colors used to show the sugar decrease and the different sugar rates. On each cup of the pack, you actually have a unique SUGAR DETOX logo and unique sugar rate with its particular color on the stickers. The concept is also clearly expressed on the packaging with the patterns on the top, the different recipes on the back with the sugar rate as the only one difference between each cup ! All the items of the campaign (stickers, packs, prints, in store promotions, TV spot, flyers, outdoor, social media, PR...) were produced to express the concept of SUGAR DETOX with the different colors and its adaptation on the catch phrases.

SUGAR DETOX was an immediate success in store. So much, that in the first 3 days of the campaign, we went out of supply of SUGAR DETOX x6 packs. Our daily sales of yogourts were multiplied by 3 800 % per store and global in store traffic increased by 30% overall. A survey was lead in store to have a direct feedback from the consumers who test the SUGAR DETOX : 87 % of those who test the program in store, announce their intention to buy 50% packs in the future ! The media liked and spread this innovative idea: 56 millions media and social media impressions were generated in the first days (press, TV, social media, blogs…) and the #SucreDetox (#SugarDetox) has spread quickly on the web with an organic TT on Twitter the first days. Another proof this innovative program may change French minds and behaviors on sugar.

The Situation

Every year, the average French eats 25 kilos of sugar, ingesting twice the everyday recommended amount. And the incredible thing is that 99% of it, is coming from processed food. As year after year food companies added more and more sugar to the food to satisfy our natural love of sweet, customers got more and more addicted, while diabetes, obesity and heart attacks statistics when through the roof. And despite the fact that all the health experts and the media urge people to lower their sugar intake, no one is really helping sugar-dependent consumers fight this addiction.

The Strategy

To launch this new concept and reach the largest audience, we choosed the most popular and best-selling product: the chocolate yogourt. An iconic product for French meals loved by the youngest ones to the oldest and ate at any time and circonstances (lunchs, snacks, family meals...). In store, the clients discovered the SUGAR DETOX x6 packs in shelfs with a tasting stand. That way, they could taste and fell the effects of the program in 2 minutes : going step by step to the 50% cup. The PR approach was straight and efficient : we wanted the French & international targets to make the irrefutable SUGAR DETOX test. To do it we send to the list the following kit : a x6 yogourts pack of SUGAR DETOX with a guide to follow for the test, a spoon, USB Stick with all the informations on the french sugar intake.